Testing: A discussion about SAP's 27% lift in incremental sales leads


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This quick, 30-minute MarketingSherpa webinar. Daniel Burstein, Director of Editorial Content, MECLABS, will be interviewing Shawn Burns, Vice President of Digital Marketing, SAP, on how he and his team set up a marketing testing lab at one of the largest software companies in the world.

They'll cover:

-The processes and methodologies SAP established to generate a 27% lift in incremental sales leads from digital and digital marketing budget savings of 20% created by the test lab

-How SAP prioritizes the 25 digital tests it runs every quarter

-How his team helped establish a testing culture in SAP

Published in: Business, Technology
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  • DAN
  • Let’s start at the end with the real attention grabbing stuff – let’s talk about results. Your goal was to convert more online traffic to leads across SAP’s integrated marketing portfolio. How’s it going so far Shawn?
  • Which types of tests have been most effective for you?
  • Very impressive. Let’s rewind now and start at the beginning to see what our listeners can learn about testing from your story to replicate your success in their own organizations. Before working at SAP you worked at Wunderman, the legendary direct marketing agency. A big aspect of direct marketing is testing. I know I personally first learned about testing in Lester Wunderman’s book, “Being Direct.” What did you learn at this agency that helped inform your effort at SAP?
  • Now you are the Global Vice President of Digital Marketing at SAP. SAP is a global company and you’re based in Paris. What was SAP’s testing like before you started this initiative?Who did you have to convince to make a change, and how did you do it?
  • Let’s look at the steps you took to create a culture of testing at SAP. As I mentioned, you’re in Paris and this is a global business. However, the company is headquarter in Germany, with other offices around the world. And according to SAP’s latest annual report, there are 61,344 employees at the company. Talk about complexity. How did you create a consistent methodology and process for testing across such a large, multinational company? (We’ll talk at a high level, and start getting to more specifics in question 7 and the questions that follow)
  • Having processes and methodologies is all well and good, however, change is difficult. I think everyone listening in would agree, just because we know we should do a certain thing, doesn’t mean we do it. We tend to get stuck in the way we’ve always done things. So how did you change the marketing culture itself so marketers were bought into testing? Any bumps along the way? (We’ll talk at a high level, and start getting to more specifics in question 7 and the questions that follow)
  • OK, now that we’ve looked at your methodology and culture at a high level, let’s get to more specifics. So when I first read about your story in Target Marketing, the article talked about SAP building an internal test lab. What exactly is a test lab?
  • What testing resources have you equipped the marketers in the test lab with? Have you established a specific test framework, a repeatable process that your team uses for every test?So when I’m listening to this, if I were a marketer in the company, I would think this is fantastic. There’s a lot I want to test. And I’ll send it over to your test lab. The challenge is, once you multiply that across many, many marketers, unless your resources are unlimited, you will quickly run into a logjam. How do you prioritize tests?
  • All right, we’ve talked a lot about how you test. Let’s take a look at one of those in-market tests you ran. Which market did you run this in, what were you trying to learn, and what were the results?
  • Beyond changes you made in this individual test, how did you use what you learned to affect other marketing across the company?
  • What advice would you give to the marketers listening in about setting up their own test labs?What’s next? How are you going to maintain the momentum and perhaps expand your testing?
  • DAN
  • Testing: A discussion about SAP's 27% lift in incremental sales leads

    1. 1. How SAP produced a 27% lift in incremental sales leadsTesting
    2. 2. Today’s presentersDaniel BursteinDirector of Editorial ContentMECLABS@DanielBursteinShawn BurnsVP, Digital MarketingSAP@shawnpburns
    3. 3. Join the conversation#SherpaWebinar
    4. 4. Results27% Increase in incremental sales leads20% Digital marketing budget savings““My passion is ensuring digital adds measurable value to sales pipeline andrevenue – if not, whats the point?– Shawn Burns
    5. 5. Content andOffersRegistration andForm PagesDesign andLayout*Potential Lift is based on the positive benefit seen in actual tests.6Up to 780%Up to 97%Up to 92%Overall Category Potential Impacts
    6. 6. About ShawnWorldwide lead for SAP Digital Marketing, including online demandgeneration, search media partnerships and our flagship website, SAP.com andits 72 country sites in 40 languages. Shawn is based in Paris.
    7. 7. SAP had a dozen different Web analytic approachesSeeking a single source of truthImage Attribution: TheBusyBrain
    8. 8. • 61,344 employees• Headquarters: Walldorf, Germany• Operates in more than 130 countriesAbout SAP
    9. 9. ““If you make Web analytics everybody’s job, youquickly realize it’s nobody’s job.– Shawn Burns
    10. 10. What does SAP Test Lab do?SAP Test Lab is an internal team at SAP dedicated to testing the SAP web presence.Using data from real customers, SAP Test Lab finds what works best to drive more leadsfrom the traffic you already have, right now. That way, you can optimize your marketingstrategy by uncovering new insights about your visitors and how to serve them best.3
    11. 11. How can SAP Test Lab help me?We’ll show you what practices we tested and what our results were, so you’ll have insight intothe best ways to impact your bottom line — fast.You’ll see four areas that help you understand how and why we tested each idea, and whatthe outcome was: Proposition, Result, Insight, and Impact. We’ll also introduce categoriesand relevancy to show you which areas each insight applies to, so it’s easy to introduce theseprinciples in your online marketing campaigns.Find out how SAP Test Lab’s knowledge can improve your online marketing efforts anddrive tangible, measurable results, now.One Marketing-Generated Lead €XX
    12. 12. Testing ResourcesTeam
    13. 13. In-Market TestsControlSpotlights section onSAP.com
    14. 14. In-Market TestsTreatment62% more engagement (aggregateresults across tests in 7 differentcountries)Regional Preferences433% better engagement in Chinathan in the U.S.
    15. 15. Three Key Steps1 Determine analytics abilities23Use analytics to testCreate a framework to learn from tests
    16. 16. Thank youDaniel BursteinDirector of Editorial ContentMECLABS@DanielBursteinShawn BurnsVP, Digital MarketingSAP@shawnpburns